INDONESIAN CONSUMERS INFLUENCED IN PURCHASE INTENTION TOWARDS KOREAN FOOD PRODUCTS

• Main Author: Ho Joon, Suk
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78162
• Institution: Institut Teknologi Bandung

This thesis looks at the variables that affect Indonesian customers' decisions to buy Korean food goods, with a particular emphasis on the effects of K-pop, the Korean image, country of origin, and halal awareness. The study intends to shed light on the preferences and attitudes that influence Indonesian consumers' decisions in the Korean food industry by offering insightful information about the dynamic interaction of these factors on consumer behavior. Data were gathered using Google Forms surveys as part of a mixed-method study design, and multi-linear regression and ANOVA were used for analysis. Based on replies from a wide- ranging sample of Indonesian consumers, the study's conclusions. The examination of the literature demonstrates how K-pop has a significant impact on influencing consumer behavior outside of the entertainment sector. A significant relationship between K-pop and Korean food products has been developed because of the international acclaim of K-pop stars and their endorsements of Korean food brands, which has influenced customers' perceptions of trendiness and quality. Additionally, Indonesian consumers' infatuation with Korean culinary goods is fueled by their favorable perception of Korea, which is highlighted by its rich cultural past and contemporary achievements, making them more open to incorporating these products into their daily life. The study also highlights the importance of the influence of the consumer's country of origin on preferences. The reputation of South Korea as a highly developed technical nation with a distinctive culinary tradition inspires Indonesian customers to choose Korean food products over those from other nations out of a sense of authenticity and dependability. Additionally, given that Indonesia has a predominately Muslim population, halal awareness becomes a crucial element. Consumers prioritize religious dietary needs and view Halal- certified items as legitimate and dependable, giving halal-certified Korean food firms a competitive advantage. The sample size and representativeness of the data obtained, as well as the study's dependence on self-reported survey data, which could introduce potential biases, are its limitations. The dynamic nature of customer behavior and other influences on purchasing decisions may also have an impact on the long-term impacts of the components that have been identified. Therefore, researchers should be careful when extrapolating the results to the broader Indonesian consumer market and think about conducting further study using more in-depth and culturally considerate approaches.